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Global Advertising Industry Will Lose an Estimated $21.8 Billion to Ad-Blocking Software in 2015

According to a study released by Adobe Systems and PageFair, the estimated loss of global revenue due to blocked advertisements exceeded $21.8 billion in 2015, and this loss is projected to rise to $41.4 billion in 2016.  

On a global basis, the number of consumers using ad-blocking software grew by 41% during the first half of 2015 compared with the same period in 2014. There were 198 million monthly active users of major browser extensions that block ads as of June 2015.

In the United States, the number of consumers using ad-blocking software grew by 48% during the first half of 2015 compared with the same time period in 2014. As of June 2015 there were 45 million active users of ad-blocking software.

Additional increases in ad blocking growth will likely come the from the installation of ad-blocking software on mobile devices.

Laurie Sullivan, in her article for Media Post, points out that the use of ad-blocking software could explain the slowing growth of revenue from search and display ads supported by Bing, Google, and Yahoo.

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